I am obsessed with Target's designer collaborations. Ever since Luella partnered with Target in 2006, I have been a faithful follower of Target’s Go International collections as well as all its designer partnerships. I’ll never understand why the Neiman Marcus + Target holiday gift collection didn’t sell better. Perhaps, the collection was priced too high for consumers. I heard many shoppers complain they simply didn’t like the collection. But I snapped up many items from the line including the Proenza Schouler sweatshirt, Diane von Furstenberg yoga mat, Philip Crangi Picture frame, Tracy Reese dessert plates and Marc Jacobs scarf and pouch.

After I watched the collection go 50 percent off and then 70 percent off, I wept inside fearing Target wouldn’t collaborate with designers anymore. After the Missoni for Target obsession with couture-conscious consumers, I thought Target couldn’t strike out with this shtick. It was brilliant. Style for a steal, yet at full price.

Thankfully, New York designer Prabal Gurung has restored the Target/designer collaboration street cred. His whimsical collection, which launched at Target Feb. 10, is inspired by the process of falling in love and it is a romantic affair for your heart and wallet. He’s created a colorful line of dainty dresses, beautiful blouses, slinky skirts and hand candy clutches that are flying off store shelves and online faster than you can say “Willing and Prabal.” Yes, it’s actually selling out before it goes on sale. Bloggers across America are reporting that the line has taken off like a wild fashion fire. While most of the collection is reasonably priced $19.99 to $49.99, perhaps the most significant point of interest with this collection is how well made the pieces feel. It’s an obvious return to the quality and style Target’s original designer collaborations were known for.

The bright patterns on his dresses and shirts mimic a sort of explosively stylish Rorschach test design. The pieces are nicely cut, flattering to a variety of figures and they look unlike anything else that’s hanging on store racks right now. The accessories in the collection are beautiful from the well-structured clutches ($34.99) to the flat metal-adorned sandals and racy red wedges ($29.99). I love this line because it’s made me fall back in love with what the store does best—curiously cool items that evoke quality, color and fun without making you feel guilty for spending too much. Thank you Prabal Gurung for getting it all back on Target this season.